Features

Emerging Category

Car Share Companies Share The Sponsorship Love

Car Share Companies Share The Sponsorship Love

Automakers, auto rental companies and others step up sponsorship to stake their claim in the car share industry

Sponsor Profile

How Zappos Has Found Sponsorship To Be A Good Fit

How Zappos Has Found Sponsorship To Be A Good Fit

A look at the retailer’s nontraditional approach to sponsorship including the Zappos Porta-Party and Friends with Benefits Road Show

Category Update

Insights Into The Airline, Beer And Financial Services Categories

Insights Into The Airline, Beer And Financial Services Categories

Sponsorship decision-makers from Alaska Airlines, MillerCoors and PNC shared insights into their companies and categories at IEG 2017

Category Update

Drink It Up: Three Sponsorship Trends In The Beer Category

Drink It Up: Three Sponsorship Trends In The Beer Category

Nonexclusive deals, unique experiences and proprietary events rise to the fore in the beer category

One-on-One

How Heineken Uses Sponsorship To Drive Global Growth

How Heineken Uses Sponsorship To Drive Global Growth

Heineken’s Hans Erik Tuijt discusses the beer giant’s foray into Formula 1, the company’s evolving activation strategy and other topics

Sponsor Profile

How Sun Life Is Using Sponsorship To Shine A Light On Good Deeds

How Sun Life Is Using Sponsorship To Shine A Light On Good Deeds

Financial services company finds success using sports to promote philanthropic initiatives

In Depth

How Rightsholders Are Taking Advantage Of Facebook Live

How Rightsholders Are Taking Advantage Of Facebook Live

Properties double down on live stream platform to reach new audiences, test social and mobile-first broadcasts and monetize content

Sponsor Profile

How O2 Is Using Sponsorship To Prevent Customer Churn

How O2 Is Using Sponsorship To Prevent Customer Churn

Wireless services provider doubles down on customer perks as part of 10-year extension of London’s O2 Arena

Category Update

Sponsorship Hot Buttons In The Potato Chip Category

Sponsorship Hot Buttons In The Potato Chip Category

Retail promotions, social media extensions and sampling opportunities drive sponsorship activity in the salty snack category

Sponsor Profile

How Malibu Rum Is Using Music Festivals To Support Its Brand Ethos

How Malibu Rum Is Using Music Festivals To Support Its Brand Ethos

Caribbean rum adds Neon Desert and LouFest to music festival portfolio; compliments national sweeps with local ticket promotions

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